Agenda. Bradesco s DNA. Tacit Knowledge. Customer Base. Bradesco s CRM. Operational. Campaigns. Competitive Intelligence. Performance Measurements

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1 CRM September

2 Agenda 2

3 Agenda Bradesco s DNA Tacit Knowledge Customer Base Bradesco s CRM 4.1 Analytical 4.2 Operational Campaigns Competitive Intelligence Performance Measurements Loyalty Program 5 Organic Growth 3

4 Bradesco s DNA 4

5 Bradesco s DNA Relationship Bank There will never be a bank without t a Customer; Acquiring Customer and keeping them is our most important job; The Customer is not a stranger, but a friend and may be, in the future, a partner; The Customer is the fundamental element of the Bank s grandeur and prosperity; Defending and protecting the Customer, and providing him with good services will, therefore, be equivalent to defending and protecting our own survival and safety. Pro Memoriam Meeting:

6 Bradesco s DNA Manuscripts Mr. Amador Aguiar in

7 Tacit Knowledge 7

8 Tacit Knowledge Differentiation Board MANAGER Virtuous Cycle Meetings of Chairman, CEO and Managers MANAGER CUSTOMER 8

9 Customer Base 9

10 Customer Base Opportunities Account holders Savings Account holders Credit Cards Private Label + IBI Bradesco Seguros Finasa + BMC 52.3 Million Customers INSS* policyholders Partners of Companies Consortium *INSS = Brazilian Institute of Social Security 10

11 Bradesco s s CRM 11

12 Bradesco s CRM Activities ANALYTICAL CRM OPERATIONAL CRM CAMPAIGNS COMPETITIVE INTELLIGENCE PERFORMANCE MEASUREMENTS LOYALTY PROGRAM 12

13 Bradesco s CRM Activities ANALYTICAL CRM OPERATIONAL CRM CAMPAIGNS COMPETITIVE INTELLIGENCE PERFORMANCE MEASUREMENTS LOYALTY PROGRAM 13

14 Analytical CRM Characteristics External Sources Visions Analytical Functions Models Campaigns DW Data Mart s FSLDM data model Trans sactional Systems Data Warehouse with information on Customers and their Relationships; Isolated processing from operational world ; Data Model of Financial and Insurance Industry in the 3 rd normal form; Source for Business Intelligence and Data Mining tools; Basis for selecting target for Campaigns. Bradesco Bradesco Relações Market com o Relations Mercado 14

15 Analytical CRM FSLDM - Financial Service Logical Data Model PARTY ASSET PARTY PRODUCT AGREEMENT EVENT FINANCE INTERNAL ORGANIZATION LOCATION CAMPAIGN CHANNEL Bradesco Bradesco Relações Market com o Relations Mercado 15

16 Analytical CRM Customer Knowledge Models Cluster Profile of Customers use of the Bank; Churn Likelihood of defect; Next Best Product Inclination to Buy a Product; Potential Profitability; Life Time Value. Bradesco Bradesco Relações Market com o Relations Mercado 16

17 Bradesco s CRM Activities ANALYTICAL CRM OPERATIONAL CRM CAMPAIGNS COMPETITIVE INTELLIGENCE PERFORMANCE MEASUREMENTS LOYALTY PROGRAM Bradesco Bradesco Relações Market com o Relations Mercado 17

18 Data Warehouse Operational CRM Characteristics BI / IC / Inclination Models / Campaigns Bradesco Dia & Noite Party Information Financial Information Customer Analysis Campaigns Sales Force Automation Customer Relationship Tools Branch Electronic Telebank Personalized Telebank External Information Feedback Management ATMs Offer of assertive products through distribution channels; Campaign Management; Manager s Commercial Schedule (what, when and how); Management of Customer Portfolio; Customer Record, and; Integration with all distribution channels. Bradesco Bradesco Relações Market com o Relations Mercado 18

19 Operational CRM Sales Force Automation - Branch Bradesco Bradesco Relações Market com o Relations Mercado 19

20 Operational CRM Sales Force Automation Customer Record Bradesco Bradesco Relações Market com o Relations Mercado 20

21 Operational CRM GEO Marketing & Branch Surroundings 21

22 Bradesco s CRM Activities ANALYTICAL CRM OPERATIONAL CRM CAMPAIGNS COMPETITIVE INTELLIGENCE PERFORMANCE MEASUREMENTS LOYALTY PROGRAM 22

23 Campaigns Event Based Marketing Customer Interactions as trigger for instant Offerings; Generation of countless Offerings without losing one-to-one focus; Better knowledge of customers generates greater assertiveness; Integration in every Customer Assistance Channel; 23

24 Campaigns Management and Process A CAMPAIGN MANAGEMENT Call Center Multi Step OPPO ORTUNIT TIES B C D E 4-SEND 1 SIMULATION 5 - RETURN 2-PLAN END TOOL COMMISSION NO APPROVED YES CRM DEPARTMENT Sale es Forc ce Aut tomat ion Web Branch ATM F Direct Mail 24

25 Bradesco s CRM Activities ANALYTICAL CRM OPERATIONAL CRM CAMPAIGNS COMPETITIVE INTELLIGENCE PERFORMANCE MEASUREMENTS LOYALTY PROGRAM Bradesco Bradesco Relações Market com o Relations Mercado 25

26 Competitive Intelligence Characteristics Market Information Information on Competitors Market Analysis Sector and macroeconomic analyses; Regulations that generate opportunities and threats; Scenario analysis. Market positioning of Bank and competitors; Competitors strategy; Geo-mapping. Assessment of MIX offered to Customers in terms of: Products and Services; Prices; Image Positioning. 26

27 Bradesco s CRM Activities ANALYTICAL CRM OPERATIONAL CRM CAMPAIGNS COMPETITIVE INTELLIGENCE PERFORMANCE MEASUREMENTS LOYALTY PROGRAM 27

28 Performance Measurements Characteristics BSC - Balanced Scorecard Methodology; Different Models according to each Business and the Strategy of each Customer segment; Applied to the several different hierarchical levels involving Customer Relationship; Synergy between Customer Segments to profit more from Business Opportunities; 28

29 Performance Measurements Balanced Scorecard & CRM Financial Results Increased Revenues and Profit Continuity/ Quality of Result and ROE INDICATORS THAT GIVE SUPPORT TO RESULTS Customers Sales on Current Base Product Penetration Sales Volumes Growth in Customer Base No. of New Customers No. of Bradesco customers who are not account holders Businesses & Processes Customer Assistance Models Products per Customer Average Profitability Prospecting Processes Customers won by manager Customers won by direct marketing Quality & Learning Use of CRM Campaigns ROI Assertiveness Index Assistance, Services and Deliveries Complaint Index Procon 1 and BACEN 2 1 PROCON = Consumer Protection Office 2 BACEN = Brazilian Central Bank 29

30 Bradesco CRM Activities ANALYTICAL CRM OPERATIONAL CRM CAMPAIGNS COMPETITIVE INTELLIGENCE PERFORMANCE MEASUREMENTS LOYALTY PROGRAM 30

31 Loyalty Program Characteristics Acknowledgement of Customer Relationship; Alignment with opportunities for Cross Selling between Business Units; Share of Wallet View; Profitability growth pegged to Win x Win perception. 31

32 Organic Growth 32

33 Organic Growth Endogenous Potential We intend to grow organically. We are well positioned on the market. We will seek to increase productivity and improve the results. Mr. Lázaro de Mello Brandão 33

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